The best way to start creating solution content is not to write copy. Before pen goes to paper, or fingers go to keyboard, stop. Before you create anything, draft the structural framework of the messaging. We recommend a creative brainstorming session that involves whiteboarding the ideas in a grid structure as follows:
Level One: At the top of the grid, write down the solution theme that’s related to the business issue and high-level value proposition of the solution.
Level Two: The middle tier of the grid should represent the buyer personas – put each buyer persona in a box under the solution theme. The messaging for a solution needs to articulate the unique value proposition to each persona involved in the buying process. Note those unique value statements and proof points in each box.
Level Three: Finally, the multiple components making up the solution have to be integrated into the message grid so that the positioning demonstrates how the offering will deliver value and solve the business issue. Solution messaging that fails to connect actual offerings that can be sold will fall short – because it doesn’t lead to revenue-generating outcomes.
Once the grid is fleshed out, take it to sales and potential customers and validate the ideas and thoughts you’ve captured. Are the value statements true? Do they resonate? Did you miss a persona? This conceptual grid framework may take a couple of iterations, but it’s better to do rewrites in the concept phase than to finish a content asset or a piece of copy and have to start over from scratch because you missed something.